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To change your customers’ perception of your business, you must grasp their experience and change it.
I believe improved CX only comes from listening to the customer.
But when we communicate what we hear we are challenged to express Customer Experience as a number.
If we are reporting a number, then the number becomes important. We sometimes only ask for a number. I challenge you to the bold step of words as well as numbers to describe your customers’ experience. With word you can enhance their experience. In turn improving business performance.
Thinking of CX purely as a number also results in the CX team chasing a figure, not business benefits, but more of that another day…
The Value of a Single Number
A good quantitative measure can tell you a host of things
- Whether you are better than your competitors
- If a change in customer experience has improved satisfaction
- The relationship between experience and revenue for your business
A Word is Worth A Thousand Numbers
Quantitative measures are quick and easy to set up, collect and analyse. But therein lies the problem.
Do you ask your kids, partner, family, friends – on a scale of 1 to 10 how was school, work, your interview, your holiday?
Of course not. First of all, they would think you don’t care. Next, you are asking them to average out their experience. The highlights (chips for lunch) would blur into the disappointments (I got soaked waiting for the bus). You wouldn’t understand and couldn’t make the next day better. And most of all you ignore their motivations when you ask “Are you looking forward to tomorrow?” or any other question that lets you work out a nice simple retention or promoter score without asking why.
Qualitative questions can lead to longer answers and the potential for misinterpretation. But they yield useful information. You may learn that your booking process is clunky or pick up a great idea for a new feature.
Most of all you will start to understand your customers. Feeding that new perspective to your teams from development to delivery will give you the edge over your competitors. And show up on your bottom line.